Six wonderful examples of marketing creative for your entertainment

In November Econsultancy is hosting the Festival of Marketing, a two-day celebration of the modern marketing industry, featuring speakers from brands including LEGO, Tesco, Barclays, FT.com and more.

One of the themes of the event is Brand & Creative, so to give some inspiration on this topic I’ve collated some of the most eye-catching examples of creativity in marketing that I’ve seen recently.

So sit back and peruse these wonderful marketing campaigns, then buy yourself a ticket to the Festival of Marketing

Brand pages on online marketplaces: A good idea, badly executed

If you were wise enough to setup an online marketplace in the early days of the internet and also had great business chops, you might have been a very rich person by now.

Some of the world’s biggest ecommerce companies are those that don’t actually sell any of their own products, or rely to a large extent on third-party sellers.

Amazon is the most obvious example, while eBay has also taken great pains to rebrand as a marketplace rather than an auction site (try saying that eBay is an auction site in a blog post and see how long it takes for the PRs to knock on your door).

Similarly, in the UK Play.com shifted from being an ecommerce site to an “online trading platform” after being bought out by Rakuten, a Japanese tech company that is best known for its Rakuten Ichiba marketplace.

Top 10 UK buzz brands of 2013

Here are the top 10 UK brands of 2013, as nominated by YouGov’s BrandIndex.

This is based on brand perception, acquired by conducting approximately 3,700 daily interviews and asking the question “If you’ve heard anything about the brand in the last two weeks through advertising, news or word of mouth, was it positive or negative?”

It seems the most popular brand of 2013 in terms of positive regard is the BBC iPlayer, which has remained at the top spot for the last two years.

Social media bites Dyson on the ass: fair or unfair?

Dyson Airblade vs social mediaOne of the big fears about social media is that it provides a platform for consumers to make lots of bad noise about brands. This is what most senior marketing folk are afraid of, if they have reservations about the impact of Facebook and Twitter. 

When the customer experience falls short of expectations people can easily complain about it in public, and if the network effect takes hold then the brand concerned could be in for a rough ride. 

At that stage the brand needs to figure out what to do, and fast. Any social media ‘expert’ will tell you that transparency, honesty, responding in public and a hands-up-we-screwed-up approach to taking the blame all matter, in terms of how you react.

But hold on a moment: let’s not believe that stupid mantra about the customer always being right! What happens if the customer is wrong? Or worse, what happens when one of your competitors teams up with the aggrieved customer to stick it to your brand / product / service? 

Dyson has found out the hard way…